“By 2015, companies that focus on
integrated processes for Local Marketing
Enablement will increase revenue by 15 to
20%.”(Gartner Research, Top 10 Marketing Processes for 2012, 21 March 2012, Kimberly Collins)
What are we talking about?
• 100s or 1000s of SMB’s selling the same product
• Highly geographic specific
• Typically unsophisticated marketers, especially digital
• Highly value phone calls
• Low PPC budgets ($100-$1000/mo)
Franchisee
Reseller
Distributor
Agent
LocalAffiliates
Centrally managed local campaigns that compliment your national strategy
• 30%+ of desktop searches and 50%+ of mobile searches demonstrate local intent
• Searchers demonstrating local intent are by nature further down the customer lifecycle
• Sponsored ads/maps on high commercial intent keywords take up 85% of the above-the-fold pixels (worse on mobile)
• Local SEO is becoming increasingly more difficult and technical for the typical SMB
• Your local partners are either already executing PPC poorly (bad) or not executing PPC at all (even worse)
Why should national brands care?
Case Study: Local PPC @Scale – National Floral Brand
Situation: • Thousands of local florists• Non company-owned• E-commerce templated local
sites• Historically traditionally media
heavy
What They Did: • Templated PPC campaign• Enrollment effort• Corporate managed (portfolio
approach) • Fully transparent, flat-rate
pricing• Avg. budget = $208/month
Case Study: Local PPC @Scale – National Floral Brand
Results (6 months): • 50% adoption• CTR 8% higher than corporate
PPC campaigns• Conversion rate >10%• Conversions = 70% phone/30%
web• Avg. ROI: +300%
→ Corporate wins: >$250K/month in incremental PPC budget driving local sales of their product
→ Local store wins: Professional PPC management at a fraction of the cost with demonstrable ROI
Brand Benefits of PPC@SCALE for Local
• Centralized control ensures consistency of the message and integrity of the brand (and competitive bidding management)
• Dramatically increased SERP coverage utilizing local data and budgets = leverage
• Aggregated reporting provides a single-view into total local PPC performance
Local Affiliate Benefits of PPC@SCALE for Local
• Easy-button for digital
• Data aggregation drives enhanced performance well beyond typical local capabilities
• Low-cost management fees puts more dollars to work for clicks/conversions
Consumer: Easy, seamless local conversion
BENEFITS
Implementation – Machines vs. People
Software:
• Account creation
• Template application
• Tracking phone # swapping
• Reporting
People:
• Strategy/Template development
• Testing
• KPI Management
• Account-level portfolio management
PPC@SCALE – Secrets to Success
• Share the burden: • National provides management and execution• Local provides budget and fulfillment
• Local landing pages are required
• Must have phone tracking
• Pricing transparency is key
• You need an adoption plan • 10% will be overly-sophisticated• 20% will never engage• 70% is the addressable market
• Ensure alignment with national PPC efforts
How to get the ball rolling
Pilot Program
• Manual implementation
• Variety of markets (10-20)
• Identify 4-5 key KPI’s
• Build campaign template〉 Consistent keywords/ad groups〉 Consistent ad copy modified for
geography and business name
• Identify scaling approach (people versus technology)
Resources
http://balihoo.com/local-marketing-resources
